As AI tools prove more effective in the workplace, higher education marketing and enrollment management offices face mounting pressure to adopt new technologies, or risk falling behind.
That’s according to the latest annual survey from Education Dynamics and the Online and Professional Education Association, two organizations that support adult and online learners. Respondents specialized in marketing, enrollment management, student success services and admissions.
Nearly two-thirds used AI or other emerging technology in 2025, up 15 percentage points from last year. Institutional adoption increased at a similar rate.
Heightened performance is driving adoption. More than half of respondents reported improved efficiency (62%) and improved quality (52%) of work from AI integration. Consequently, nearly half (47%) said that AI has had a positive effect on their overall enrollment operations, whether it means helping increase enrollment or reach more prospective students.
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Content, lead generation and message delivery were rated as the most effective applications of AI tools by respondents, who believe the technology will transform marketing and enrollment management in the next two years.
Specifically, AI can optimize real-time campaigns, generate predictive analytics, and create chatbots and virtual assistants.
However, resource constraints, technical barriers and cultural resistance continue to inhibit the widespread adoption of AI. Nearly half of respondents reported that their institution does not have a plan to upskill and support staff in adopting new tools.
More than one-third of respondents believe their institution is lagging behind peer colleges, while only one in five feel they are ahead, highlighting a growing sense of competitive urgency.
“These hurdles highlight the need for strategic investment and institutional alignment to fully realize the benefits of AI in marketing and enrollment,” the report reads.
AI could also affect staff retention. More than a third of respondents said they were more likely to remain at an institution that is adopting the technology.
